Meliá Hotels International Relaunches MeliáRewards Loyalty Program
PHOTO: Melia Cartagena. (Courtesy Melia Hotels International)
Meliá Hotels International has announced the relaunch of its MeliáRewards consumer loyalty program, which now has more than 4 million members worldwide and is one of the company’s key revenue drivers.
In 2014, MeliáRewards members generated revenues of over $445 million for the company and made 67 percent of all bookings on melia.com. They also represent 30 percent of all hotel occupancy and spend 13 percent more than non-members on average.
The relaunch of MeliáRewards aims to improve the value proposition for modern travelers, increase their satisfaction and encourage repeat stays. The program invites guests to “Collect Emotions," and has been innovatively redesigned to seek a greater emotional bond with members and surprise them during every stay. The new benefits are divided into three different groups:
“Get Value”, designed to make each member feel appreciated.
“Be Free”, designed to ensure the program is adapted to each individual member.
“Go First”, designed to make members always feel they come first.
Members can now enjoy all the program benefits in every company hotel throughout the world, regardless of the hotel brand. The new benefits include a birthday surprise, free breakfast for a travel companion, free Wi-Fi access in all hotels, discount coupons to be used during the stay, priority check-in at the hotel, online check-in and, for members with free access to the VIP lounges in 700 airports worldwide, different benefits depending on their MeliáRewards membership level.
Another new feature is the launch of a mobile app, which allows members to earn and redeem MeliáRewards points in hotel points of sale and YHI Spas, allowing hotel staff to calculate the points earned for each service which members can then redeem instantly.
The program has also adjusted the way members can upgrade their membership level depending on the number of nights they stay, the amount they spend or the points they earn. There are now four different levels: MeliáRewards (entry level), MeliáRewards Silver (two stays or five nights or 10,000 points), MeliáRewards Gold (15 stays or 30 nights or 60,000 points) and MeliáRewards Platinum (more than 30 stays or more than 50 nights or more than 150,000 points).
As Gabriel Escarrer, vice chairman and CEO of Meliá Hotels International declared, “A loyal guest is the best reward we can receive for a job well done. At Meliá Hotels International we are working hard to innovate and improve the guest experience at our hotels, and the loyalty program is one of our most important levers as it allows us not only to improve guest satisfaction, but also increase spending in the hotel, encourage repeat stays and generate greater revenue. That’s why we want MeliáRewards to be an irresistible value proposition for our guests."
SOURCE: Meliá Hotels International press release
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